It is no secret to anyone that, the video is the content format that has taken the greatest boom in recent years. Thus, it grows more every day and in addition to functioning as an excellent source of information and entertainment, it is also ideal for advertising .
For its part, the most popular platform to consume this type of content, without a doubt, is YouTube . Which has millions of users worldwide and today, it is estimated as a great way to carry out advertising campaigns .
That is why, in this post we will focus on everything that includes advertising on this social network, taking into account its pros and cons . We will also show you the step-by-step to follow to create a successful campaign in YT and many other tips.
What are the “Youtube Ads” or YT ads and how they work ?
Since YouTube is the second most used online search engine in the world , YouTube Ads are and have become the main tool for brands, businesses and companies that want advertise your products or services online . Thus, advertising campaigns directed and committed to the users that are part of the online environment.
In this sense, it is worth noting that many years ago, the social network YouTube simply worked as a platform on which videos of all kinds were shared. But, after that, it became the largest audiovisual content platform in all countries, practically; so it is considered totally ideal to use it as a propaganda tool , regardless of the type of business.
In this way, YT ads are responsible for helping small, medium and large companies to position themselves as a reference in their sector and thus, generate more conversions Like win more engagement and improve the image of your brand .
In reference to its operation, we indicate that YouTube Ads are created through the video you want to offer , which will show the products or services you offer. This, after creating an account on that platform. In addition to this, one of the most interesting points is that YT Ads allows you to segment the audience to which you are directing your campaign and also decide where and when the video in question will come out >.
Advantages
Thanks to YouTube being considered the main video platform that users worldwide use; Of course, brings valuable advantages when conducting an advertising campaign there .
Here are the most important pros:
- Extensive coverage : By doing an advertising campaign on YT, the platform guarantees you can reach a wide audience. Since, on average, a person dedicates about 40 minutes to the platform to watch videos.
- You can have more interaction with users : Because this social network is compatible with both computers, mobile phones and Tablets, you have the opportunity to easily interact with your potential customers and create a stronger bond with them from the emotions you can generate with your promotional video.
- It provides you with tools for the analysis of results : Since YT has its own tools for this, you can observe the performance and analytics of your channel, easily. While it is true, this tool is about “ YouTube Analytics ”.
- It allows you to differentiate yourself from your competition : YouTube Ads offers you the great opportunity to stand out by making use of advertising videos that, without a doubt, make a difference and manage to generate a greater commercial impact.
- Economic advertising costs : Regardless of the sector, YT Ads are a lot cheaper, compared to advertising done on other platforms.
Disadvantages
Even though it is such a popular online platform and generates good advantages when used as an advertising channel, it also reveals certain disadvantages that must be taken into account .
These are:
- Presence of the dreaded trolls : On YouTube you can find various users who criticize you and try to minorize your posts with the aim of destroying. The best thing for this is not to fall into provocation and always be polite so as not to damage the brand image (that’s what they are looking for).
- There is censorship and plagiarism : Although there is a relative freedom of expression, when you advertise on YouTube you must accept some policies with which, in a way, you may be inhibited (even if you think you are going to publish something suitable for All public). In addition, you are susceptible to plagiarism, because everyone has access to your videos.
- You should only generate interesting content : It is relevant that you tell interesting stories and give brilliant information to Your potential audience Since, if you have a good number of follow-up users, but you don’t guarantee quality, it won’t help to achieve success.
- You need to constantly feed your YT channel : Be sure to provide direct and updated information to your customers, through numerous videos with news. Otherwise, you will lose influence quickly.
How to create an effective and step-by-step YouTube advertising campaign?
Surely, now you will wonder what is the way to create a truly effective advertising campaign and for this, here we indicate each step to follow in order to ensure success quickly:
Select your goal
To begin, the first thing you should do is go to the section “ Campaigns ” and press the blue circular button that shows a sign “ + “. This will show you all the types of campaigns you can do on YouTube and in this case, you must click on “ Video ”.
Later, there are two types of objectives that you must choose according to your requirement and after that, they will offer you some configuration options and others to guide you during the process to create the campaign.
These objectives are:
- Brand and product consideration : Indicated to attract customers who buy a certain product on your website.
- Brand awareness and coverage : It allows you to increase brand awareness and get your advertising seen by many people.
Configure and adjust the advertising campaign
This is the most key point when segment the campaign according to your requirements and preferences . To do this, you must configure the following options attached to your objectives and economic reach:
Campaign name
The first thing is to indicate the differentiating factor of your advertising campaign, that is, the name that will have the same. It is important that it is an identification that can define your campaign clearly, precisely and concisely . That is to say, let us know what it is even without seeing it completely.
Budget
Another of the most valuable options to specify is the budget. At this point, you must determine what you are willing to pay for your YT campaign, either daily or monthly. In addition, you must also select the “ Form of publication ” which can be: Standard or Accelerated .
In case the budget you have adjusted is not very large, we recommend choosing the option “ Standard ”, so that the ad is shown throughout the day >.
Start and end date
Depending on the strategy you once designed, you have to also specify the duration of the campaign . Since, in case you do not fill in this field, you will most likely forget to stop it and, therefore, will continue to consume the budget that you have allocated, thus causing you more expenses than you had originally scheduled.
Networks
In this section, you can choose where you want your advertising videos to be displayed and for this, as you will see, you have three options:
- YouTube search results : Will be displayed when users use YT’s own search engine.
- YouTube videos : This makes the ad appear while people watch other videos.
- Partner network : Used if you prefer to expand your audience and reach other people who are off the platform , that is, browsing sites on the display network.
Languages
This is an option that gives you the ability to choose the language of your target audience and of course, it must be the same language in which the video you are going to show in your campaign is recorded advertising Otherwise, customers will not understand the content and the marketing strategy will go down.
Locations
This section is one of the most important to segment your target audience, because it allows you to determine the geography location to which you want to direct your ads , in order to get a better response.
Therefore, if you are dedicated to providing a specific service or selling a product in a particular city, it is essential that you only choose to have that ad displayed there (With the option “ Enter another location ”).
On the contrary, if it is an online store, it is significant that you expand the coverage and select the entire country (As in this case we select “ Spain ”).
Bid strategy
At this point, YT Ads allows you to select the different types of bids that exist. So, if what you want is to gain visibility , we recommend choosing the option to bid for “ Maximum CPM ”.
Now, if you prefer to use skippable Discovery or In-Stream ads , it’s best to select the “ Max CPV ” bid and thus, the platform will only charge you when users decide to enter your ad.
Frequency limitation
As many times for users it is so annoying to see ads on YouTube next, when creating a campaign, the platform allows you to limit the number of times the same person sees your ad. So, in order not to feel tired of it, it is best to select between 4 and 6t impressions during the day .
Content exclusions
From this option, you can specify that your ad does not appear in certain formats or themes . However, it is valuable to keep in mind that, in general, YT ads are displayed in very secure videos of the platform.
In this sense, depending on the type of audience you wish to address, you can use or disable the standard filter . Which, basically, is a tool that allows you to exclude or not, certain contents of your campaigns, depending on what you consider inappropriate and sensitive (as you will see, you can choose the categories).
Ad programming
Finally, we find this option that allows you to decide on which days and in which time slots you want to show your ad to YouTube users .
Being like this, a very useful tool when you know that you can sell more a specific product or service in a few bands of specific days and times; thus winning, greater effectiveness .
Create your first ad group
When setting up the first part of the advertising campaign, it’s time to do the same with ad groups. Since, in general, within the same marketing campaign you need to make several ad groups with different segmentations , in order to know which one works best.
Thus, at this point, it is advisable to create a campaign for each type of product or service that you want to promote on YT and after that, section several ad groups containing different segmentations.
Luckily, Google Ads has a feature that allows you to toggle ads to detect which ad works best, automatically. Whether from the number of clicks, the number of impressions, etc. Since then, the platform will decide to give priority to the ad with greater success .
At this point, you will have to determine the following aspects:
- Ad group name : In case you use the Theme and Demography segmentation, it is best to call your group with that combination, that is, “ Themes + Demography ”.
- Bid type : Select“ Maximum CPM ”if you want to get brand awareness. Now, if you are willing to pay for each visualization, choose “ CPV ” and apart, you can also use “ CPD ” if you use Masthead ads.
Automatic segmentation : You can configure a wider segmentation to the chosen one and generate new locations to reach more users similar to your target audience.
Make your video ad on YouTube
